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Global marketing and advertising : understanding cultural paradoxes

Mooij, de Marieke

Global marketing and advertising : understanding cultural paradoxes by Marieke de Mooij - New Delhi: Sage Publications India Pvt. Ltd. 1989 - xx, 316p., ind. 23 cm x 15 cm

ISBN: 0803959702

Subjects--Topical Terms:
advertising
advertising appeals
consumer behaviour
cross cultural studies
culture
culture and consumer behaviour
dimensions of culture
global local paradox
how advertising works
paradoxes in global marketing communications
styles
target marketing
value paradox to strategy
values and marketing

Dewey Class. No.: 658.802 / MOO

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